Myntra has introduced the Vernacular Search feature, which is now live on the Myntra app allowing users to shop in their native languages.
The addition of Vernacular Search will help Myntra further penetrate into the non-metro geographies, while expanding its customer base to native language speakers, helping establish the platform as the one-stop fashion destination for customers across India.
The Vernacular Search feature offers consumers the facility to browse and shop for products across fashion, beauty and lifestyle in 10 native languages other than Hindi, including Telugu, Kannada, Bangla, Tamil, Malayalam, Marathi, Gujarati, Odia, Punjabi, and Assamese.
Myntra has achieved significant growth for online shopping from the non-metro and tier 2+ cities and towns, with 20 percent of searches being non-English. Since the launch of this feature earlier this month, there has been a marked improvement in customers finding precise results for their searches in native languages on the platform.
According to the report “How India Shops Online 2022”, there has been a 5x growth in voice-search users and 3x growth in vernacular-search users over the past year. These innovations are helping make shopping easier for a new wave of online shoppers.
“This is one of the many steps we are taking to ensure that we cater to the diverse preferences of our customers, and we are confident that this feature will be a game-changer for online fashion and beauty shopping in India,” Raghu Krishnananda, Chief Product and Technology Officer, Myntra, said.